Job Description

2025-DPM
We are proud to be at East Midlands Railway (EMR). We are passionate about keeping people safe, delighting our customers, doing the right thing and putting customers at the heart of our sustainable railway for the East Midlands. With over 2,600 employees, our people are the reason we are so successful, and the people make a crucial contribution to this.
Nine times accredited as a Top Employer and Gold accredited for Inclusive Employers Standards, we value our people and are dedicated to making sure that everybody feels empowered to bring their authentic self to work.
We're looking for a talented Digital Product Manager to shape and deliver EMR's digital strategy as part of the wider Marketing plan, driving improvements across digital retailing channels to enhance customer experience and maximise commercial return.
You will lead the website content strategy, manage online distribution channels, and work closely with stakeholders and delivery partners to implement changes that support our Commercial goals. As a key member of the strategic communications team, you will ensure consistent, effective communications across all channels while also guiding Search Engine Optimisation (SEO) strategy, content creation, and website performance for both EMR and Luton Airport Express.
Main responsibilities include:
Digital Strategy & Innovation

• Develop, implement, and communicate EMR's digital strategy
• Identify and deliver innovation in digital retailing across EMR and the wider TUK group
• Use data and insights to recommend improvements that support business objectives and commercial strategy
• Recommend onsite changes that support wider industry KPIs (e.g. Smart Ticketing adoption)
• Actively participate in cross-ToC initiatives and rail industry workstreams

Customer Experience & Content

• Deliver a digital retail experience that enhances customer satisfaction and commercial return
• Manage website content for EMR and Luton Airport Express, ensuring accuracy and relevance
• Improve SEO performance, guide content creation, and enhance customer information
• Collaborate with Customer Experience, PR, and Communications teams to deliver timely and consistent updates
• Respond to Operator of Last Resort (OLR) audits and support consistency of information across the industry

Performance & Reporting

• Optimise traffic, conversion, and ROI across all digital acquisition channels
• Develop a suite of digital KPIs aligned to business objectives and report periodically to stakeholders
• Communicate the digital roadmap and progress to stakeholders, ensuring alignment and buy-in

Supplier & Process Management

• Ensure maximum availability of EMR's digital channels by managing suppliers to SLAs
• Work with suppliers and EMR IT to manage system maintenance and change
• Manage supplier relationships, conduct service reviews, and oversee delivery timescales
• Improve internal briefing processes, ensuring requests are tracked, costed, and delivered against agreed SLAs

About You:

• Strong digital expertise, with advanced Excel and Google Analytics skills
• Experience in e-commerce, website content management, and digital optimisation
• Commercially minded and confident working with data, insights, and presenting business cases
• A collaborative communicator who can influence stakeholders and lead projects
• Customer-focused, innovative, and motivated to drive continuous improvement
• Excellent attention to detail, strong time management, and the ability to juggle multiple priorities
• Educated to degree level (or with equivalent experience)

What you'll get in return:

• Excellent Railway Pension scheme
• Free travel on East Midlands Railway and Train Operating Companies under Transport UK Group (formerly Abellio)
• Friends and Family discounted Tickets on the EMR Network
• 75% discount on National Travel (inc partner and dependants)
• Various training opportunities
• ...and many more!

This position is based in our Derby Head office, but we've adopted a flexible hybrid working model that creates the opportunity to work in your own way at home but also provides great spaces for in-person collaboration.
We are open minded to applications from people who wish to have flexible working. Many of our staff work flexibly in many ways. Please talk to us at interview about the flexibility you need. We can't promise to give you exactly what you want, but we do promise not to judge you for asking.
Ready to take on this exciting opportunity? Submit your online application form and upload your CV. As we operate a blind screening process, please remove all personal information including your name from your CV.
At EMR we want to proactively embrace diversity across our workforce and recognise that we are under-represented in terms of females and ethnic minority groups. We're therefore taking positive steps to promote a positive and inclusive culture; we welcome applications from those that identify with these groups to better represent our communities.

Skills Required